Facebook reporting accuracy in question


Facebook has come under fire over the accuracy of its reporting for the second time in three months. In September it was discovered Facebook has been overstating the length users had viewed videos by 60-80%. Four other instances of errors in reporting resulting from a bug have now been revealed, including time spent reading instant articles, and interaction with businesses’ pages.

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Our take

Advertisers would be justifiably reluctant to increase Facebook’s share without corresponding increase in industry standard performance visibility. Facebook is working toward greater transparency through the addition of a measurement council and by enabling more third party tracking, a move essential to them realising their aggressive growth ambitions.

Akshara Risbud

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